Google and Amazon bickering steps up a level

Originally, Google pulled YouTube from Amazon's Echo Show device, citing that it gave users a "broken experience" of the search giant's platform. "We hope to resolve this with Google as soon as possible".

Amazon said in a statement that it believes Google is "setting a disappointing precedent by selectively blocking customer access to an open website". Here's hoping that both parties can come to some form of agreement soon. Amazon's high-end Echo Show has a screen that can display video.

The conflict between Amazon and Google is escalating: Google once again started to block access to YouTube on Amazon's Echo Show device Tuesday, and is notifying users of Amazon's Fire TV that they won't be able to access YouTube anymore starting January 1st.

At issue is a perceived lack of "reciprocity" with Amazon failing to offer equal access to Google's products and services, prompting the dramatic rebuke.

These are two companies who usually have the upper hand on the negotiating table, and probably don't like the fact they have found their equal this time around.

Amazon seems to refrain from selling Google products that compete directly with its own, such as Amazon Echo range (which compete with Google Home) and Fire TV (which compete with Google's Chromecast). Mark Eamer, vice president of Prime Video, said in a statement today that Amazon is "thrilled" to finally have the app on Apple TV. In 2015, Amazon took Chromecast, a Google television service, off its retail website, claiming the move was to avoid confusing consumers.

Amazon has also previously stopped selling several Google hardware devices including audio streaming products and Nest smart home products. In this case it all depends on if you are a using an Amazon or Google product.

In September this year, Google removed YouTube access from the new Echo Show for "violating terms of service".

For Google, however, the loss of revenue from Amazon's website, and the minor inconvenience of Amazon apps not casting is nearly inconsequential.

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